Marmite Re-branding Pitch

1. TV ADVERTISEMENTS
MARMITE

2. UNILEVER
• Unilever is a British-Dutch transnational* consumer
goods company co-headquartered in London,
United Kingdom and Rotterdam, Netherlands.
What do they offer?
• Food and beverages, cleaning agents, beauty
products, and personal care products
Fun Fact:
• It is Europe’s seventh most valuable company.
Unilever is one of the oldest multinational
companies; its products are available in around
190 countries.
*(extending or operating
across nations worldwide)

3. MARMITE
• A well-renowned British food
spread produced by Unilever.
• Marmite is described as being a
dark, thick, yeast extract spread.
• How is it made?
• From concentrated yeast extract,
which is a by-product from
brewing beer.
• It was conceived in 1902 when the
Marmite Food Company opened a
small factory in Burton-on-Trent –
where it still resides today.

4. BRAND IDENTITY
HOW DO THEY WANT TO BE PERCEIVED?
• I want to encourage audiences to be more experimental with Marmite as it will
make it seem like an essential item to have in your cupboards, rather than just
something that is spread on toast/ breakfast item.
• Emphasis on health benefit will also make it an attractive product, especially in
todays era when obesity and poor health is quickly becoming a problem.

5. Demographic Psychographic Geographic Primary
Audience
Secondary
Audience
Young, in
education,
middle class
individuals
(preferably with
the income
support of
relatives)
People who
value their
health, require
convenience
simplicity (e.g
anyone in
education-’early
morning rush’),
mainstreamers
(widely
recognised)
Global target
audience-
Available in
hundreds of
shops/
supermarkets
Children Parents/ adults
who have a
nostalgic
attachment to
the product
Target Audience

6. “YOU EITHER LOVE IT OR HATE IT. JUST DON’T
FORGET IT”
• The Unilever brand Marmite
aired its 2013 TV ad as part of
a £2 million campaign.
• The 90-second video spoofs
animal rescue documentaries
and features the Marmite
Rescue Team, which rushes
around the country rescuing
neglected jars of Marmite
from people’s cupboards.
• It was written and art directed
by Nick Sheppard and Tom
Webber, and directed by
James Rouse through
Outsider.
Aired: (August 6th 2013)

7. negative feedback from
members of the public
Responses from Animal Welfare
organisations:
After the commercial was seen
during a break in Coronation
Street on ITV on the Monday
following its release, the
Marmite’s Facebook and
YouTube page were bombarded
with negative feedback.
AUDIENCE RESPONSE

8. MARMITE INTENTIONS:
• Marmite apologised to those shoppers who were offended on its website, saying: ‘Sorry you feel that
way.’
• The manufacturer trades on the marketing slogan 'Like It, Hate It'
• It added: ‘The plot focuses on a fictitious world where teams of people are dedicated to salvaging
unused jars and giving them to people who actually eat Marmite with the only animal that appears
being a much-loved family pet.’
• ‘We worked really hard to create an ad that we hoped people would watch in the light-hearted way it
was intended.’
The RSPCA said it understood the concerns of some viewers -
• A spokesman said: ‘We understand that animal lovers are concerned on our behalf - people either love
the advert or hate it.’
• 'We plan to talk to the makers of Marmite about how we can work together on animal welfare.’

9. WAS THE CONTROVERSY INTENTIONAL?
FOLLOWED BRAND IMAGE
On Marmite’s website, they said: “We've launched an urgent appeal to prevent
cruelty, alleviate suffering and promote kindness to all Marmite jars. Spread
your support by donating a tweet, post or profile picture.”
A spokesman for the ASA told Marketing Week that complaints varied from the
advert being in “poor taste” to being “deeply offensive” because it “trivialises”
the work of both animal welfare charities and child protection agencies.

10. UNILEVER RESPONSE TO BACKLASH:
A spokesman for Unilever, which makes the spread, said: ‘It is never our intention to cause offence’.
‘This is the first time Marmite has been on television for two years and we have made every effort to ensure that this
commercial entertains anyone who watches it’.
‘It ranked highly throughout our rigorous testing process and with clear branding from the outset, as well as the comedic tone,
we believe we have created an unmistakably Marmite ad – people will either love it or hate it and they certainly won’t forget it’.
'We hope that everyone will watch and enjoy this commercial in the light-hearted way it was intended.’

11. CAMPAIGN POSTERS

13. OFFICIAL MERCHANDISE
MARMITE MUG
THE PERSONALISED MARMITE JAR
Other products that have
been produced in the past

14. REBRANDING
THOUGHT PROCESS
• Combining animation with real-life to appeal to both the
younger imagination and potentially the older one. It will
expand on the brands established image.
• What would happen during the advert:
• Set in a kitchen, there would be an early morning rush to get
everyone out the door for school/work. Once the kitchen was
clear of any human activity, a little animated character would
appear from its hiding place and begin searching for the
Marmite pot. This little hunt would soon be interrupted by the
presence of one of the children who had left the house
earlier. The child would see the character and realise what
he/she was doing. The Marmite pot would then be retrieved
by the child out of consideration for the characters struggle
and given to him/her to enjoy.

15. REBRANDING:
NEW CAMPAIGN
A combination of both animation and real-life cinematography will be
used harmoniously to feed the imagination of younger and even older
audience’s.
It will focus primarily on the health benefits, as that will reach a larger
audience. By making the advert educational, yet playful to the viewer, the
level of interest will be predominantly from children, the primary audience,
however it will also have a significant influence on adults, parents
specifically as they will want their children to be consuming, both
physically and mentally, products that are beneficial for their overall
health.
Potential Problems:
-Making it attractive to children
-May not pay enough attention to what is being advertised, but more the
visual elements to the ad.

16. RECIPES
TRYING TO MAKE MARMITE APPEALING TO CHILDREN

17. MARKET/NEW AUDIENCE: CHILDREN
HOW WILL YOU DO THIS?
 Colour-
As we now, children tend to be attracted to
vibrant colours and often use it to identify
certain objects/ characteristics.
 Imagery-
Another thing that sparks interest in
children is mass imagination. In other
words, making the impossible
possible (e.g talking inanimate
objects is a common trend among
children books and TV programmes)
 Music-
Vital in grabbing children’s attention, sound, in
general, can help increase people’s visual
engagement and/or make them feel inclined to
see what is being shown on the TV (e.g if it be
because they here something auditory pleasing
or because of a obscure noise). Marketers
usually take advantage of the fact that children
are more auditory aware and confident to sing
what is on their mind than adults are. Such as a
catchy theme tune.
 Language-
For obvious reasons, children are not yet
mentally developed enough to
understand complex vocabulary and
concepts. So it is essential the narrative it
is suited to their learning abilities.

18. BARB FIGURES?
WHERE AND WHEN ADVERT IS SHOWN?
Nickelodeon
Data from: 11-
17th February
After Peppa Pig
between 8-
9:30am each
day on a school
week when
children are
likely to be
getting ready
for school/
eating breakfast.

20. DISTRIBUTION METHOD:
WHERE DO YOU PLAN TO ADVERTISE IT?
Nickelodeon UK-
Originally an American pay television
network, aimed towards young people. It
consists of sitcoms, cartoons, films, award
shows, product advertisements and
more.
Why?
As the target audience is directed at
young people, this network platform
would definitely be ideal for advertising
Marmite as it reaches who it is intended
for. It is also suited to the playful
nickelodeon’s approach to television.
When would you show it?
After Peppa Pig as the hand-drawn characters
would appeal to children who watch cartoons or
animations.
Furthermore, as it would come after the
programme has finished, that is usually the time
people go to get something to eat or invest
their time in another activity, in which it is
necessary to grab the audiences attention
almost immediately after the advert begins. This
can be done using unique sound (e.g nursery
rhymes) and bold imagery. (e.g close-up shots
of product with enhanced colour saturation)

21. SECOND SHOWING
REACHING A WIDER AUDIENCE
• Evening showings, between 9-10:30pm on
weekdays.
• Channel 4
• Gogglebox (9pm)
• The programme features a number of families
and groups of friends from different places
around the United Kingdom who react to
British television programmes from their own
homes
• Why?
• This would usually be the time children will
have gone to bed, leaving parents time to
indulge in some light hearted television.

23. FOCAL POINTS OF THE ADVERTISEMENT
• Nutritional Value-
e.g key vitamins like B12 and Folic Acid, why are they essential to your diet?
• Potential concerns with the product-
high salt percentage, ensure audiences are aware, but not concerned as salt is still essential to the
body
• Usage/ food inspiration-
Showcasing how to use the product, those new to the unusual taste of Marmite tend to put too
much on
• Social setting-
Marmite should be seen as something to be shared amongst friends and family, nostalgic quality
• First impressions-
Due to its pungent smell and dark, thick consistency, its not uncommon for someone to be
immediately put off by Marmite.
How to combat this:
-create a pleasant scenario in which the product may be seen as visually attractive (e.g Winnie the
Pooh and his pot of honey)

24. BCAP
WHAT IS IT?
• “The UK Code of Broadcast Advertising (BCAP Code) applies to all advertisements (including
teleshopping, content on self-promotional television channels, television text and interactive tv
ads) and programme sponsorship credits on radio and television services licensed by Ofcom.”
https://www.asa.org.uk/codes-and-rulings/advertising-codes/broadcast-code.html
• It is divided into categories- depending on the advertisement, it may fall under one if not more
sections which have strict guidelines to follow. If the advert does not abide by these, it will not
be aired until changes have been made to meet their requirements.
• Marmite, being a food product, would come under Nutrition and Children such as:
-consideration towards how much of the product should be consumed at any one time
-what setting is appropriate to consume the product such as having a parent/ guardian around to
ensure the product is not abused and handled with care
-representation of talent must not encourage poor behaviour
-there should be no graphic and/or inappropriate images that may upset younger viewers

25. SECTION 13:
FOOD, FOOD SUPPLEMENTS AND ASSOCIATED HEALTH OR NUTRITION CLAIMS
13.2
• Advertisements must avoid anything likely to condone or encourage poor nutritional habits or
an unhealthy lifestyle, especially in children.
13.2.1
• Advertisements must not condone or encourage damaging oral healthcare practices, especially
in children.
13.3
• Advertisements must not condone or encourage excessive consumption of any food.
https://www.asa.org.uk/type/broadcast/code_section/13.html

26. SECTION 5:
CHILDREN
5.1
• Advertisements that are suitable for older children but could distress younger children must be
sensitively scheduled (see Section 32: Scheduling).
5.2
• Advertisements must not condone, encourage or unreasonably feature behaviour that could be
dangerous for children to emulate. Advertisements must not implicitly or explicitly discredit
established safety guidelines. Advertisements must not condone, encourage or feature children going
off alone or with strangers.
(This rule is not intended to prevent advertisements that inform children about dangers or risks
associated with potentially harmful behaviour.)
5.3
• Advertisements must not condone or encourage practices that are detrimental to children's health.https://www.asa.org.uk/type/broadcast/code_section/05.html

27. The End

28. http://tesco.scene7.com/is/image/tehttp://img01.thedrum.com/news/tmp/85019/marmite_2_
0.jpgsco/661-9889_PI_TPS1576974?wid=493&ht=538
http://tesco.scene7.com/is/image/tesco/232-
4713_PI_TPS2336055?wid=493&ht=538
https://i.dailymail.co.uk/i/pix/2012/10/12/article-2216619-
0BD2A541000005DC-194_634x452.jpg
https://ianknaggs.com/wp-
content/uploads/2016/05/marmite-by-Product-
Photographer-Ian-Knaggs.jpg
https://openmarkets.in/wp-
content/uploads/2013/02/Unilever-Logo.jpg
References:
https://www.waitrose.com/content/waitrose/en/home/recipes/recipe_directory/m/mar
mite-sausage-
rolls.html?utm_source=facebook&utm_medium=social&utm_campaign=marmitesaus
agerolls&stop_mobi=yes&source=aff_awin&utm_source=VigLink+Inc&utm_medium
=affiliates&utm_campaign=bau&source=aff_awin&awc=3691_1422987710_0f458874
8e0f172e0cd2e98585c5b9f8
https://www.jamieoliver.com/recipes/uncategorised-
recipes/marmite-popcorn/
http://jakartass.net/wp-
content/uploads/2016/10/Marmite-Love-It-of-Hate-It-
game.jpg

29. P1 You have used appropriate techniques to extract relevant information from written sources.
You have been awarded a Pass for this task.
M2 You have created a structured and detailed media production report which conveys information and explains conclusions
with clarity.
You have been awarded a Merit for this task. To improve:
- You have used information from the Unilever site (which is good and necessary) but there are no quotations or sources /
footnotes. Put your sources on the correct pages or use footnotes so that the references correlate exactly with the information
referenced
- Add details about brand identity to your audience slide – how do Marmite want to be perceived?
- Add more detail about the demographic profiles and psychographic profiles of both the primary and secondary audiences
(maybe as a table?)
- Your text for the existing advert is in present tense which makes me think it was copied – again, quote information that you
have copied and add the sources
- Can you find any print screens of the negative feedback / articles about the advert?
- I still don’t think I know what your idea is, regarding a narrative / synopsis
- I agree with the placement of the advert during children’s programming but what is the problem with only advertising to
children?
- What issue might you face if you want to use Winnie the Pooh in your advertisement?
- Move your distribution slide nearer to your BARB information and end with the BCAP code
- Do you need your first BCAP slide? I think you have enough with the next 3 slides
- Add a sentence at the end of each section of the code you have referenced to say how you would ensure you do not
infringe the code
- You have a lot of slides and you may struggle to get through it all during your timed presentation – can you condense any
of it, e.g., can all the merchandise go on one slide? Can you get your new concept on one / two slides? Can you condense the
audience, Marmite and RSPCA reactions onto fewer slides?